Turning a regional restaurant into a nationally recognised name takes more than a launch night and a press release. It requires a compelling story, a clear strategy and relationships that open the right doors.
When twenty eight opened in Chester, it had the foundations. A genuine farm-to-table philosophy. A direct partnership with Growing @ Field 28. And a rising talent in Chef Jay Tanner.
Our ambition was clear: position this North West restaurant firmly within the national dining conversation.
From day one, we framed twenty eight as more than a local opening. This was a produce-led, chef-driven restaurant rooted in its region and defined by its partnership with Growing @ Field 28. That field-to-fork connection became the backbone of every media conversation.
We built Jay Tanner’s profile through interviews, commentary opportunities and targeted features, positioning him as a thoughtful, ingredient-led voice. When a restaurant has a credible chef at its helm, journalists pay attention.
We didn’t just describe the farm-to-table model. We invited media to experience it.
A series of carefully curated moments deepened understanding and strengthened advocacy:
• Official launch event at the restaurant
• Media visit to Growing @ Field 28, connecting field and plate
• National overnight press trip to Chester in partnership with Marketing Cheshire
The trip welcomed journalists from Sainsbury’s Magazine, Olive Magazine and The Independent, placing twenty eight within a wider narrative about Chester’s evolving food scene.
Access builds credibility. Experience builds advocacy.
With the narrative established and relationships activated, the recognition followed.
Giles Coren (The Times) and William Sitwell (The Telegraph) delivered positive critical reviews, positioning twenty eight firmly within the UK’s national restaurant landscape.
The momentum continued with a Best New Restaurant award from Condé Nast Traveller. For a North West restaurant, that level of accolade reshapes perception and proves that excellence is not confined to London.
Through strategic positioning, curated media experiences and consistent chef profiling, twenty eight moved from promising opening to nationally recognised destination.
Not by chance. By design.
If your restaurant has ambitions beyond its postcode, LUYA can shape your story and secure the kind of coverage that drives reputation, demand and bookings.
